Captain Obvious returns in the latest Hotels.com campaign from CP+B, Boulder, Colo. The Captain shows us how life’s everyday moments are anything but rewarding whereas the Hotels.com Rewards program is full of gratification.
In this spot titled “Binge,” director Ruben Fleischer of Caviar shows us the unrewarding state of marathon binge watching as a couple stays couch bound watching 10 seasons of a TV series, unaware of how much time has elapsed and how much of life could have been lived during their passive pursuit–though there are some hints around them such as spider webs on the ceiling.
Credits
Client Hotels.com Agency CP+B Boulder Ralph Watson, VP, chief creative officer; Brian Friedrich, creative director; Brett Dixon, Nicholas Buckingham, associate creative directors; Ian Hill, copywriter; Dave Swartz, VP, executive director of art direction and design; Billy Li, designer; Lindsey Baltimore, art producer; Sloan Schroeder, VP, director of content production, Boulder; Rachel Noonan, video producer. Production Caviar, Los Angeles Ruben Fleischer, director; Michael Sagol, Jasper Thomlinson, exec producers; Ken Seng, DP. Editorial NO6, Santa Monica, Calif. Chan Hatcher, editor; Randy Baublis, assistant editor; Michelle Dorsch, post producer. Postproduction NO7, Santa Monica Verdi Sevenhuysen, VFX artist. Audio Post Lime Studios, Santa Monica Mark Meyuhas, mixer; Susie Boyajan, exec producer. Animation Method Design Studios, NY Telecine Company 3 Siggy Ferstl, colorist; Matt Moran, sr. producer, telecine.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
